The nation's smokers are increasingly switching to E-cigarettes to beat the habit

Sales of e-cigarettes have soared by 340 per cent in the past year as Britons turn to the electronic smoking devices in a bid to quit traditional cigarettes.

Once quitting smoking was simply a matter of a patch, gum or tablet, but latest research shows the nation's smokers are increasingly switching to E-cigarettes to beat the habit.

But as they soar in popularity, there were concerns that youngsters will take up the quitting aids as a 'healthier' alternative to cigarettes.

Data from consumer analyst Mintel finds that today, while sales of smoking quitting aids have slowed, the market for E-cigarettes is booming, increasing an impressive 340 per cent over the past year from an estimated £44 million in 2012 to reach an estimated £193 million in 2013.

The report says that while the smoking cessation market has seen strong growth historically, with annual increases of around 6-10 per cent between 2009-12, sales of products such as gum, tablets and patches have slowed.

In 2013 the market for smoking cessation aids grew just 1.7 per cent to reach a value of £131 million.

But with the growing popularity of E-cigarettes, there is concern that young people may take up 'vaping' as a less harmful alternative to smoking.

This concern has resulted in the Government announcement made in January 2014 that the sale of E-cigarettes to under-18s is to be made illegal.

There is concern that young people may take up 'vaping' as a less harmful alternative to smoking

A greater proportion of smokers and
ex-smokers agree that E-cigarettes are a good way to cut down (32 per
cent) rather than quit smoking (26 per cent), suggesting that people are
using them as both a smoking cessation aid and an alternative to
tobacco.

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More than three in 10 people (31 per cent) agree that there is a lack of information on the long-term effects of using E-cigarettes, however, only 20 per cent agree that they will only be considered safe once they have NHS approval.

Despite this, one in 10 (10 per cent) people who currently or used to smoke agree that E-cigarettes may encourage people to start smoking who otherwise may not have, rising to 19 per cent of those aged 16-24.

These findings suggest that young people may take up E-cigarettes instead of tobacco, and supports the government decision to make it illegal to sell these products to under-18s.

Proposed changes in legislation from 2016 are likely to see E-cigarettes classified as medicines and so brands will need to provide more information to support their claims if they wish to remain in the market.

A brand that can become the spearhead for this can distinguish itself in the market and win consumer confidence, as well as becoming the leading brand to be prescribed by the NHS (or recommended by the NHS)' Roshida continues.